Final Report – Tyler Rose Digital Marketing

Course Overview

The digital marketing course provided me with a solid foundation in the strategies and tools used to effectively market in today’s digital world. I learned how businesses reach and engage audiences online while building the skills and knowledge needed to create a successful digital marketing campaign.

During the course, I created my own company, which I used throughout the semester to explore and practice core areas of digital marketing such as email marketing, social media marketing, and mobile marketing. This hands-on experience helped me understand how each channel contributes to a larger marketing strategy. The course emphasized both theory and practical application, giving me the opportunity to apply what I learned to real-world scenarios.

Theoretical Knowledge Gained

Through this experience, I gained a strong foundation in key areas of digital marketing theory. I developed an understanding of the digital marketing environment, including how businesses operate and compete across online platforms. I also learned about digital consumer behavior, such as how users search for information, make purchasing decisions, and engage with brands online. In addition, I explored email marketing strategies, focusing on how to effectively communicate with target audiences and improve engagement rates. My knowledge of search engine optimization (SEO) grew as I learned how to increase website visibility and drive organic traffic. I also gained insight into social media marketing, including how to create content, build brand awareness, and analyze performance across different platforms. Overall, these concepts provided a comprehensive understanding of how digital marketing functions in today’s business landscape.

Practical Project Summary

For my practical project, I applied a range of digital marketing skills to build and grow a mock business. I designed and developed a website to establish an online presence and ensure it was user-friendly and aligned with my brand. I created detailed customer personas to better understand my target audience and tailor my marketing efforts to their needs and behaviors. I also conducted SEO keyword research to identify relevant search terms and improve my website’s visibility in search engines. In addition, I used AI-assisted tools to help generate content ideas and create engaging marketing materials. Overall, this project allowed me to combine multiple digital marketing techniques into a cohesive, hands-on experience.

Key Skills Acquired

Through this experience, I developed several key digital marketing skills that are essential in real-world applications. I learned how to manage and maintain a website, including updating content and ensuring it delivers a smooth user experience. I also gained experience with email automation, allowing me to create targeted campaigns and schedule communications efficiently. In addition, I became familiar with tools like Google Analytics, where I tracked and analyzed website performance, and Google Search Console, which helped me monitor search visibility and identify areas for improvement. These skills gave me a better understanding of how to manage, measure, and optimize digital marketing efforts effectively.

AI Tool Utilization Experience

During this course, I gained valuable experience using AI tools to support and enhance digital marketing tasks. I used ChatGPT to assist with content creation, such as writing marketing copy, generating ideas, and refining written materials for clarity and engagement. I also explored Leonardo.AI for image generation, which helped me create visually appealing graphics and branding elements for my project. These tools allowed me to work more efficiently while improving the overall quality and creativity of my content. Overall, this experience showed me how AI can be effectively integrated into digital marketing to support both strategy and execution.

Data Analysis Capabilities

I developed strong data analysis capabilities through working with tools like Google reviews and Google Analytics 4 (GA4). I learned how to analyze customer feedback from Google reviews to identify patterns in customer satisfaction, common issues, and overall brand perception. In addition, I used GA4 to track and interpret website performance data, such as user behavior, traffic sources, engagement rates, and conversions. This helped me understand how users interact with a website and which areas needed improvement. Overall, these experiences strengthened my ability to make data-driven decisions and use analytics to improve marketing strategies effectively.

Real Company Analysis Experience

Through this course, I gained valuable experience analyzing real companies by focusing on Lululemon and Bass Pro Shops. I evaluated each company’s digital presence, including their websites, social media platforms, and overall online marketing strategies. For Lululemon, I examined how the brand uses lifestyle-focused content and community engagement to strengthen its identity, while for Bass Pro Shops, I analyzed how it combines outdoor lifestyle branding with product-focused marketing. I identified each company’s strengths, weaknesses, and opportunities for improvement in areas such as SEO, customer engagement, and content strategy. Based on my findings, I developed recommendations to enhance their digital marketing performance and better connect with their target audiences. This experience helped me understand how different industries apply digital marketing strategies in unique ways and how data-driven analysis can support more effective decision-making.

Social Media Utilization

Through this course, I gained practical experience using LinkedIn for social media networking and content sharing. I learned how to build a professional online presence by creating and optimizing my profile, connecting with others in the field, and engaging with relevant industry content. I also practiced sharing posts related to digital marketing topics, which helped me communicate ideas clearly and professionally to a wider audience. In addition, I observed how businesses and professionals use LinkedIn to build relationships, promote content, and establish credibility. This experience improved my understanding of how social media can be used not only for networking but also as an effective tool for personal branding and professional growth.

Key Achievements and Insights

LinkedIn Engagement

Number of Likes: 8
Number of comments: 0
Number of shares: 0

Network growth in LinkedIn

Number of new connections: 1

Total Traffic in GA4

Total active users: 205
Total sessions: 233
Total engaged sessions: 49

Future Application Plans

In the future, I plan to apply the digital marketing knowledge and skills I have gained to professional settings. I will use my understanding of SEO, social media marketing, and data analysis to help create more effective online strategies and make informed, data-driven decisions. I also intend to continue developing my skills with tools like AI content creation platforms, and social media management tools. Additionally, I plan to use my experience in building websites and analyzing real companies to contribute to future career opportunities in digital marketing.

Contribution Plans for Target Companies

Based on the skills I have acquired, I plan to contribute to target companies by supporting and improving their digital marketing efforts. I can apply my knowledge of SEO to help increase website visibility and organic traffic and use social media marketing strategies to enhance audience engagement and brand awareness. My experience with data analysis tools like Google Analytics will allow me to monitor performance and provide insights for optimizing campaigns. Additionally, I can contribute by creating engaging content using AI tools and assisting with email marketing and automation strategies. Overall, I aim to use my skills to help companies improve their online presence, make data-driven decisions, and achieve stronger marketing results.

Personal Growth

Throughout this course, I have experienced significant personal growth as a digital marketing professional. I have developed a stronger understanding of how digital marketing strategies are applied in real-world settings and gained confidence in using tools such as SEO platforms, Google Analytics, and AI content generators. I have also improved my ability to think critically, analyze data, and create effective marketing solutions. Moving forward, my goal is to continue building my expertise in digital marketing by gaining hands-on experience and staying updated with emerging trends and technologies in the industry. Ultimately, I aim to grow into a well-rounded digital marketing professional who can contribute meaningfully to any organization I work with.

Portfolio Links

Website: Tyler Rose Digital Marketing – Discovering Digital Marketing

Blog Posts:

LinkedIn Profile: Tyler Whitlock | LinkedIn

Acknowledgements

Thank you to Professor Sangbong Lee for supporting my classmates and me throughout the semester. This course taught me so much, and I am thankful to have such an attentive and supportive professor.